Türkiye nears US$64B in tourism revenue

11-11-25

Türkiye’s tourism industry is once again demonstrating its strength as it targets US$64 billion in revenue by year-end, buoyed by robust international demand. According to official data, the country has already reached nearly US$50 billion in the first nine months of the year, while visitor arrivals hit 49 million—an annual increase in both volume and per-capita spending.

This progress is underpinned by a 3.9% rise in tourism revenue during the third quarter (July–September), accompanied by a 1.9% increase in visitor numbers. But beyond the figures, what stands out is Türkiye’s strategic shift: moving from a sun-and-sea model to a far more diversified offering in which historical heritage, gastronomy, skiing, urban life, and culture take center stage.

Tourism Minister Mehmet Nuri Ersoy has emphasized that this transformation involves attracting “higher-income travelers” and lengthier stays, prioritizing quality over quantity. This is reflected in an active campaign to diversify source markets: for 2025, Türkiye is focusing on visitors from the United Kingdom, Ireland, Eastern Europe, and Latin America, complementing traditional markets.

The country has not neglected infrastructure either: new airport equipment, improved connectivity, heritage restoration, and regional development programs form part of the strategic framework. Initiatives such as “Heritage for the Future” strengthen this integrated approach connecting tourism, culture, and community.

Positioning around specialized experiences—gastronomy, heritage, nature, and winter—appears to be working. Average spending per visitor stood at around US$1,017 during the cited quarter. This figure underscores the push toward higher value-added segments, away from conventional mass tourism, and highlights Türkiye’s capacity to adapt to evolving global traveler demands.

Challenges do lie ahead. Some analysts warn that intensifying international competition, coupled with cost pressures (energy, labor, exchange rates), could compress growth margins. The major test for Türkiye will be converting this momentum into sustainable growth for 2026 and beyond, while ensuring destination quality, visitor experience, and environmental and cultural impacts are properly managed.

Ultimately, Türkiye’s tourism industry seems to have found a balance between volume and value, tradition and modernity. While reaching US$64 billion is no small feat, the reality of the first three quarters shows the country is on the right path. Beyond the headline number, what really matters is that Türkiye is redefining its offering in a holistic, professional way—potentially making it a benchmark for other destinations seeking to evolve toward smarter, more diverse, and more sustainable tourism.

In collaboration with:

This site uses cookies from Google to deliver its services and to analyze traffic. Information about your use of this site is shared with Google. By using this site, you agree to its use of cookies.

Legal notice